Unveiling the Future of Luxury: Integrating Tradition with Innovation

By: Angelique Dhama, CEO, Obeetee Carpets

Angelique Dhama, a 20-year veteran in lifestyle and luxury marketing, excels in international luxury branding. Since 2013, she has led strategy, innovation, and business expansion at OBEETEE Carpets, successfully promoting India's textile traditions globally. Previously, she drove growth at Timex, Jimmy Choo, and Swarovski, earning recognition among India's top 100 professionals.

In a recent conversation with Women Entrepreneurs Review magazine, Angelique discusses crucial strategies for Indian luxury brands to excel globally, emphasizing technology's role in enhancing retail experiences. She explores balancing digital innovation with maintaining brand exclusivity and redefining marketing to resonate with authenticity-seeking millennial and Gen Z consumers.

As a woman entrepreneur in the luxury sector, what strategies do you believe are crucial for Indian luxury brands to establish a formidable presence on the global stage?

To establish a formidable global presence, Indian luxury brands should focus on building strong, authentic stories that highlight their unique heritage and craftsmanship. Embracing Omni channel strategies is crucial. This includes creating seamless experiences across online and offline platforms, utilizing social media to engage with global audiences, and offering personalized shopping experiences. Investing in high-quality content that resonates with international tastes can also drive brand loyalty. Collaborating with global influencers and participating in international luxury events can increase visibility. Additionally, value creation is key. This involves not only maintaining high product quality but also delivering exceptional customer service and exclusive experiences that cater to the discerning luxury consumer. By utilizing India's rich cultural heritage combined with modern luxury standards, Indian brands will be excellently positioned to create a distinctive niche in the global market.

What role do you see technology playing in reshaping the luxury retail experience? How should industry leaders navigate the balance between digital innovation and maintaining the exclusivity of the luxury brand image?
Technology is crucial in transforming luxury retail by enhancing personalization and convenience. Digital innovations, like AI-driven recommendations and virtual try-ons, elevate the customer experience. However, industry leaders must balance tech advancements with preserving brand exclusivity. They can achieve this by integrating Martech tools for precise attribution and measurement, ensuring that marketing efforts align with brand values. Using data analytics, brands can create tailored experiences while maintaining their prestigious image. Additionally, exclusive digital content and limited online releases can preserve luxury's allure. Strategically blending technology with traditional luxury principles helps brands stay relevant and desirable.

With the rise of digital influencers and social media, how can luxury brands redefine their marketing strategies to effectively engage with millennial and Gen Z consumers who prioritize authenticity and social responsibility?

Luxury brands should focus on storytelling that emphasizes authenticity and social responsibility to connect with millennial and Gen Z consumers. This involves collaborating with influencers who genuinely align with the brand's values and promoting transparent, sustainable practices. For example, Gucci's partnership with Harry Styles effectively engaged younger audiences by showcasing inclusivity and individuality. Luxury brands can connect meaningfully and get people interested by working with influencers who match their audience. Adding these ideas to their marketing plans makes them more appealing to young people who care about social issues and authenticity.

In the context of luxury craftsmanship, how can industry leaders ensure the preservation of traditional artisanal skills while embracing technological advancements to meet evolving consumer expectations for quality and customization?

Leaders can achieve this by integrating technologies like AI for design precision and 3D printing for prototyping, while ensuring artisans continue to handcraft final pieces. This blend preserves authenticity while enhancing quality and customization capabilities. By investing in continuous training for artisans and adopting sustainable practices, brands can uphold heritage while innovating for the future, satisfying discerning consumers seeking both legacy and cutting-edge craftsmanship.

For example - Burberry integrates digital technologies like augmented reality (AR) into their design process. This allows artisans to visualize patterns and materials digitally before crafting garments, streamlining production while maintaining handcrafted quality. This approach combines tradition with innovation, enhancing efficiency and precision in their luxury offerings.

Considering the rapid growth of e-commerce in luxury retail, what strategies do you believe are essential for Indian luxury carpet brands to effectively navigate online platforms while preserving their exclusivity and craftsmanship?

Indian luxury carpet brands must prioritize online customer experience by tailoring it to match the exclusivity of their products. Understanding the distinct behaviors of online shoppers versus those in retail stores is crucial. Online, customers seek detailed product information, immersive visuals, and seamless transactions, requiring intuitive website design and secure payment systems. Emphasizing craftsmanship through virtual tours or interactive storytelling can enhance engagement. Segmenting customer experiences based on preferences such as customization options or personalized recommendations can foster loyalty. Translating their heritage into digital formats effectively is key for brands to maintain allure while capitalizing on e-commerce's expansive reach.

Looking ahead, how do you envision the future role of luxury brands in supporting social causes and promoting ethical practices? What strategies should industry leaders prioritize to align business success with positive social impact?

Luxury brands increasingly integrate social causes and ethical practices. Chanel's commitment to sustainable sourcing of raw materials exemplifies this trend, promoting environmental stewardship. Hermes supports artisan communities through fair trade initiatives, ensuring cultural preservation. Future strategies should prioritize transparent supply chains and community engagement, enhancing brand reputation and fostering long-term sustainability. This alignment of business success with positive social impact not only resonates with conscientious consumers but also secures a brand's relevance in a socially conscious marketplace.